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Gen-Z, Millennial Parents Opps: Nature's Bounty increases ad spend after tapping creative AOR (Score 71)
Vitamin and natural supplement brand Vulnerable Account Index (VAI), has sharply increased its advertising spend, especially via national TV and digital, to reach consumers stuck at home due to the global pandemic since its products are so often considered essential.
According to iSpot's approximations, NB's current national TV commercials target millennial and Gen-X women, with top targeted shows including Friday Night SmackDown, ABC World News Tonight With David Muir, The View, NHRA Drag Racing and NBC Nightly News With Lester Hold. The company's YTD spend of $23.6m marks a more than 3x increase from the $6.9m spent by this point last year. In fact, NB has already surpassed its full 2019 spend, which dropped slightly (by 8%) to $15.5m from $16.9m in 2018.
The company temporarily stopped investing in digital display in March, likely due to the global pandemic, but hasn't really slowed down since it returned to the channel in April. Out of the $550.5k Adbeat approximates NB allocated toward this channel from August 2018-2020, 98% ($541.3k) was allocated from August 2019-2020. Most of the past year's spend went toward videos placed via YouTube ($283.9k) and by Google DV360 ($257), the latter of which placed ads onto sites such as yahoo.com ($200.1k), msnbc.com, nbcnews.com, msn.com and nbcsports.com.
NB is pretty well-established among Gen-X and boomer women, so its sharply increased digital display ad spend shows it's focused on trying to reach Gen-Z and millennials as well. To do this, the company likely also invests in digital channels such as OTT and/or paid social. NB particularly appeals to parents with recently-redesigned kids' gummy vitamin packaging.
Agency & martech readers - We added NB to the VAI when it appointed marketing SVP Aileen Stocks and creative/strategy AOR Firstborn (start date unknown).